Why Video Important for Marketing and Engagement

Video is a powerful marketing tool that can boost engagement and drive results. According to a study, 85% of businesses use video as a marketing tool.

Using video can increase conversion rates by up to 80%. This is because video helps to build trust and credibility with potential customers.

By incorporating video into your marketing strategy, you can reach a wider audience and increase brand awareness. For example, a video can be shared on social media, embedded on a website, or used in email marketing campaigns.

Video can also help to improve engagement and retention, with viewers retaining 95% of a message when it's delivered via video compared to just 10% when delivered via text.

Content creation is a crucial aspect of video marketing, and there are several key considerations to keep in mind. Firstly, it's essential to understand that video content marketing is becoming easier and easier to do effectively, with a wide range of options available to businesses of all sizes.

To create effective educational videos, it's best to use a combination of visual and auditory elements, such as narration and on-screen text or graphics. This helps to maximize retention and processing, and can be achieved through techniques like signaling, segmenting, weeding, and matching modality.

When creating educational videos, it's also important to keep them concise and engaging. Limiting videos to around five minutes or less is a good rule of thumb, unless you're trying to relay a great deal of information. Additionally, maintaining a conversational and enthusiastic tone can help keep learners engaged, while interactive elements like quizzes can promote reflection and ownership.

Here are some best practices to keep in mind when creating educational videos:

Explaining Your Product is crucial to making a sale.

Video content is a useful tool for this, with 94 per cent of marketers saying it helps increase user understanding of a product or service.

Customers will only buy what they understand, and the visual element of video content helps businesses clearly explain how things work.

Dropbox's video is a great example of how to use video content effectively to explain a product.

Video content can be used in a variety of ways to fit your company's marketing goals.

You can post stories on social media platforms like Snapchat, Facebook, Instagram, and YouTube, which can be super quick and cheap to create and speak directly to your audience. These stories can be effective if you have an audience on social media.

Live video has grown in recent years, with industry giants like Facebook, YouTube, and Twitch offering ways for businesses to stream live content. This can be effective, with Facebook stating that live streams get six times as many interactions as regular videos.

Webinars are a great way to use video to interact directly with your potential customers. They can be used to answer specific questions customers may have about your product, or to teach the audience something about your industry, thereby establishing yourself as an authority.

Here are some ways to use video content:

Video marketing is a powerful way to spread your message online, and it's becoming easier to do effectively. Video content marketing can be a game-changer for businesses of all sizes.

Video marketing is accessible to a large audience, making it a great way to reach a wide range of customers. Video content marketing works with both B2C and B2B content strategies.

There are many types of video marketing, including animated explainer videos, testimonial videos, product videos, and brand videos. These types of videos can help inform customers and create a persuasive marketing asset.

Uploading videos to YouTube can help you get your business on the first page of Google. This is because Google includes YouTube videos at the top of the page for many search terms.

Your audience is the most important aspect of your video content. You need to know who they are and what they're interested in to create engaging videos. According to YouTube's demographics report, you can see who is watching your videos, divided into three categories: age, gender, and location.

This data will show you who your most engaged audience is and who is not watching. You can use this information to modify your video creative to reach more of your engaged audience or reach the audience you missed. For example, if you're not reaching the right audience, try shifting your strategy and focus on subject matters that will.

Here are some key demographics to consider:

Understanding your audience's demographics will help you create content that resonates with them. For instance, if your audience is mostly men aged 25-34, you may want to create content that appeals to their interests.

Adding captions to your videos is a simple yet effective way to boost engagement. Captions increase video viewing by 80% and ensure that all viewers can follow along with what's being said.

Captions are especially important on social media, where over 80% of videos are watched in silence. This means that for every 10 people who view your video, 8 of them didn't hear a single word you said. Adding captions to your social videos ensures that all viewers can consume your message and follow along.

Captions also increase viewer attention and make viewers more likely to watch the video in its entirety. In fact, 56% of all videos posted on social media are less than 2 minutes long, which is an eternity in the digital marketing world.

Here are the benefits of adding captions to your videos:

To automatically add captions to your videos, you can try Zubtitle, an online tool that transcribes the spoken words from your video and adds the text as timed captions.

Your audience's device usage is a crucial factor in understanding their preferences and behaviors. Mobile devices account for 70% of YouTube watch time, which means you'll want to optimize your videos for mobile screens.

If your audience is part of the 70%, you'll know to make your video content mobile-friendly. This can involve creating multiple versions of the same video optimized for different screen types.

Having this knowledge can help you narrow down the best video content to create. By understanding your audience's device usage, you can tailor your content to produce the best results.

Understanding traffic sources is crucial to improving your video promotion strategy. The source of your video traffic is important data that tells you how your viewers found your video.

Discovering which traffic sources generated the most views and watch time for you can help you make informed decisions about where to allocate your resources. Outside referrals, such as social media and YouTube, are all traffic sources to your video.

Knowing which ad promotion sources will be most beneficial to you is key to maximizing your video's reach and engagement. This information can help you refine your video promotion strategy to better resonate with your target audience.

Evaluating your CTAs is crucial to ensuring your video campaign is effective. A high click-through rate indicates that your title was compelling and your video's topic resonated with a large number of relevant audiences.

Typically, you'll see an increase in click-through rates after the initial release of your video. Your subscribers are most likely to click on it when they see it at the top of their home page.

Your click-through rate will decrease and tend to plateau once your video has spread beyond your core audience. This is a natural progression, but it's essential to reassess your CTAs to keep your video campaign thriving.

Video analytics is a must for any marketer, but it can be overwhelming. Analysis paralysis is a real thing, and it's easy to get stuck.

To get moving again, you need to know what metrics to look at. For marketing videos, you should monitor video analytics, and here are some tips to get you started.

Video analytics tools are available to help you track and optimize your videos. WISTIA aids in brand awareness and marketing performance tracking, while TUBEBUDDY is one of the market's best YouTube analytics tools.

VIDYARD is another top video analytics tool, and VIDOOLY is a video analytics tool and marketing suite that helps you learn more about your video performance. If you're still unsure, don't worry, there are plenty of tools to try.

To measure video analytics effectively, you need to know what to look for. The sheer amount of performance metrics can be overwhelming, but focusing on the right metrics will help you see how your videos are performing.

By monitoring the right video analytics, you can take action to improve your video performance. It's not rocket science, but it does take some effort and knowledge of what to look for.

Success in video marketing can be measured through various metrics, such as engagement rates and view-through rates.

Engagement rates can be measured by looking at metrics like likes, comments, and shares on social media platforms.

For example, a video with a 5% engagement rate on Facebook is considered successful.

View-through rates can be measured by tracking how many viewers watch a video until the end.

A video with a 70% view-through rate on YouTube is a good indicator of success.

The key is to set clear goals and track the right metrics to determine what success means for your video marketing efforts.

Educational video content is designed to engage learners and promote retention. Cognitive science supports the use of video content, as it can be processed through both visual and auditory channels, making it easier for learners to make relevant associations and remember information.

The key to effective educational video content is to combine best practices in videography with learning design principles. This ensures that learners retain and apply information through auditory, visual, or kinesthetic means.

To maximize retention and processing, four best practices should be employed: signaling, segmenting, weeding, and matching modality. Signaling directs the learner's attention and highlights specific information, while segmenting gives learners control over processing information by dividing it into manageable chunks.

Segmenting also involves managing video length and using breakpoints or pauses to give learners a break. Weeding removes unnecessary information to maximize learners' memory capacities for both auditory and visual channels. Matching modality presents information in a way that targets both auditory and visual channels simultaneously, increasing processing in the working memory and preventing cognitive overload.

Here are some best practices for creating effective educational video content:

By following these best practices and incorporating effective learning design principles, educational video content can be a powerful tool for engaging learners and promoting retention.

Video has long been a component of corporate learning, but only recently has it progressed to role-specific learning journeys that incorporate interactives, scenarios, and microlearning.

Onboarding and orientation training is a key area where video content can be highly effective, helping new employees feel connected and informed about the company's culture, policies, and procedures.

Product or service training can also be communicated through videos, showcasing product demonstrations or explaining complex processes in a visually engaging manner.

Compliance or safety training is another critical area where video content can help employees understand and adhere to legal and regulatory requirements, grasping complex compliance topics and remembering important guidelines.

Videos can also be used for soft skills development, such as communication, leadership, and teamwork, through role-playing scenarios and interactive exercises that enhance employees' interpersonal skills and overall performance.

Onboarding and orientation training is a crucial part of any company's employee training program. It helps new hires feel connected and informed by introducing them to the company's culture, policies, and procedures.

Product or service training is another important area, where videos can showcase product demonstrations or explain complex processes, making it easy for employees to understand and learn how to effectively promote and sell the company's offerings.

Compliance or safety training is essential to ensure employees understand and adhere to legal and regulatory requirements. Videos can present information in a visually engaging manner, helping employees grasp complex compliance topics and remember important guidelines.

Soft skills development, such as communication, leadership, and teamwork, can be enhanced through role-playing scenarios and interactive exercises. This helps employees improve their interpersonal skills and overall performance.

Ongoing professional development and continuous learning are critical for employees to stay updated with industry trends and advancements. By providing access to a library of training videos, employees can continuously expand their knowledge and skills.

When searching for the right educational production company, review their portfolio and case studies to ensure they have experience creating engaging content for your industry or adjacent industries.

A good partner will also help you communicate your learning objectives and architect the learning design for any video, especially for longer series.

You'll want to determine if someone in your organization is the subject matter expert or if you need help finding a SME to provide the core content.

Make sure they outline the video production process, including storyboarding, scripting, voiceover, production, post-production, and final product delivery.

Educational video production costs can vary greatly, so look for a partner who provides comprehensive but transparent pricing.

A good partner will have a broad application and deep expertise, and will be able to serve your specific needs.

Finding the right partner for your educational video project is crucial for its success. A good partner will have both broad application and deep expertise.

Review their portfolio and case studies to see if they have experience creating engaging content that solves specific needs. Look for their competency in serving your industry or adjacent industries.

Communicate your learning objectives clearly so your partner can help architect the learning design for any video. This is especially important for longer series.

You may need help finding a subject matter expert to provide the core content, or you may have someone in-house who can serve this role. Either way, it's essential to clarify this upfront.

A good partner will outline their video production process, including storyboarding, scripting, voiceover, and production to post-production and final product delivery. This will help you understand what to expect and when.

Educational video production costs can vary greatly depending on video length, video number, complexity, and location. A good partner will provide comprehensive but transparent pricing.